TY  - JOUR
N2  - Nowadays online shopping industry is growing rapidly, and social media platforms are a major part of  promotional  activities  for  many  companies  in  Indonesia.  The  research  aims  to  examine  the relationship  between  price  perception,  brand  image  and  digital  marketing  variables  and  purchase intention and brand loyalty. Design research is a quantitative research using a survey method with a questionnaire;  the  sampling  technique  is  purposive  random  sampling.  Using  a  structural  equation modeling  approach  with  AMOS  software  and  303  respondents,  results  show  that  price  perception corporate  image,  and  digital  marketing  promotion  activities  have  significant  and  positive  effects  on purchase intention, while brand image does not directly have a significant effect on purchase intention. Furthermore, purchase intention has a significant effect on brand loyalty.
EP  - 65
PB  - SSBFNET- Strategic Studies in Business and Finance Editorial Office: School of Business, IMU, Kavacik, Istanbul, Turkey
A1  - Singgih Santoso
A1  - Natasha Bunga Arindaputri
SN  - 2147- 4478
Y1  - 2023/06/12/
ID  - katalog9053
IS  - 4
TI  - ANALYSIS OF THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND PRICE PERCEPTION ON PURCHASE INTENTION AND BRAND LOYALTY IN UNIQLO APPAREL PRODUCTS
UR  - https://doi.org/10.20525/ijrbs.v12i4.2612
JF  - INTERNATIONAL JOURNAL OF RESEARCH IN BUSINESS AND SOCIAL SCIENCE
AV  - public
SP  - 57
VL  - 12
KW  - Digital marketing
KW  -  brand image
KW  -  price
perception
KW  -  purchase intention
KW  -  brand
loyalt
ER  -